We are almost at the end of 2024 and, even if the temperatures make us think we will still be living pleasant summer weeks. It is time to take stock of the end of the year. As often happens, the phase of resolutions for the new year begins. To put on the table the objectives achieved and those in progress. To analyze the results and to start evaluating new strategies to improve performance. In personal life as much as in professional life.
In this phase at Extera we analyze in a more careful and proactive way the 2024 trends of the sectors. That closely concern our customers: furniture, industry, cosmetics or food & beverage.
Creating value for a brand, increasing online sales and customer trust are just some of the objectives. We set ourselves every year. But is it really enough to plan a digital marketing strategy based on the results and KPIs you want to achieve? In this article we focus on trends and strategies in beauty e-commerce for 2024.
Beauty e-commerce: what the statistics tell us
We don’t like creating articles full of statistics and percentages that tend to provide a lot of information. But few ideas, rather we prefer to get straight to the point and then, as in this case, insert some useful strategies to implement.
E-commerce has grown exponentially in recent years, thanks to the extraordinary period we have experienced and the numbers speak for themselves:
It is also an evolution that breaks away from appearances and puts its uniqueness and environmental impact first. According to a study by Mintel, the topics that will capture users’ attention will tend to be increasingly focused on.
VK is one of the largest vk database social platform in Russia. It stores not only data but also user informations, messages, call logs, etc. It has great security advantages. For this reason, many people are now using this platform.
Ethics and sustainability:
88% of Chinese consumers are ready to boycott unethical companies importance of expressing one’s identity. 68% of US consumers would like to see advertising related to the beauty sector that is more in line with real life.
Importance of breaking down barriers and feeling free: 75% of Italian consumers are always looking for what can simplify their lives and 60% of US consumers are concerned about trusting brands that reflect their values.
Other trends include:
Mobile devices represent 71% of retail traffic and generate 61% of online purchase orders. According to Statista. 2024 will likely continue with this upward trend, amplifying online purchases from mobile.
Social media continues to be an important medium for online shopping. Global sales via social media platforms were estimated at US$992 billion in 2022. And forecasts suggest that social commerce sales will reach approximately US$2.9 trillion by 2026.
Payments in installments will continue to be an increasingly popular trend among users. Services such as those offered by Klarna are the beginning of a new era for online shopping.
Creating a valuable strategy for a beauty e-commerce in 2024
Too often we focus almost obsessively on the product, results and turnover without paying attention to something much more important. Without customers, an e-commerce would have no life, which is why the end user must be the center of attention. When we work on brand promotions in the beauty sector, we manage requests on the shop and implement e-mail marketing automation flows, the focus is only one: the needs of the end customer. In a world that changes suddenly and unexpectedly, it is necessary to have a clear understanding of the needs of the market, in order to propose a competitive offer in line with consumer expectations.
So what to do? At Extera we believe that comparison, ideas and analysis are the basis of every respectable project, for this reason I could summarize what we do to create a valuable strategy for a beauty e-commerce in 2024 in 4 steps.
Phase 1. The importance of a brainstorming
Before starting with uk phone number material any digital strategy, it is advisable to sit down, evaluate the requests of the end customer, the objectives achieved and, why not, the strategies that did not work as we would have liked. In our case, this is a first phase in which all the minds of the Shopify, e-commerce marketing and creative teams come together to propose, dismantle ideas and create value. “But essentially what do you do in a brainstorming?” This.
Brainstorming is probably the most important phase because it is here that ideas are born, that problems are solved and that new methods and innovative ways are evaluated to achieve the same objectives that, however, evolve in the meantime.
Phase 2. Analyze competitors and market demands
Without knowing our competitors, we do not bhb directory know who we are competing with. Competitor analysis, as well as that of the market, continues to play an essential role in the e-commerce world. What are the requirements of customers? Only by answering these questions will we be able to offer the best service and guarantee an efficient experience in our e-commerce.The customer loves to feel at the center of attention, especially when looking for a product to buy. In a physical store it is easy to do so but in an online store not always. What are the trends that are destined to continue over time?
Phase 3. Create an experiential beauty e-commerce strategy
Virtual Try-on: artificial intelligence surprises and comes incredibly close to the experience that the user could have in a physical store. Testing a product on your face directly via your smartphone before purchasing it is a truly surprising revolution, but a bit expensive. We have been hearing about Virtual Try-on for a few years now, but the truth is that software capable of transmitting a truly realistic and professional experience is in the hands of few or in any case is very expensive.
This increasingly leads to resorting to applications of lower price and quality that for obvious reasons also decline in terms of experience. Is it worth it? In these circumstances, no. As in any self-respecting strategy, each project must be carried out with awareness of the available budget.
Quizzes: quizzes that allow you to direct the consumer in the purchase of a specific product – think of a haircare e-commerce – have been a great revolution. By answering a series of questions, the customer is directed in the purchase of the products best suited to their needs.
Phase 4. Reach target customers with a clear digital strategy
Let’s remember that every product, every brand, has a specific target. Once this is defined, it is necessary to create a clear and efficient digital strategy to reach our ideal customer. Marketing plays a fundamental role in beauty e-commerce. Among these, social commerce, as we have seen in the initial statistics, is certainly one of the main means used by the largest cosmetics companies in the world. In this regard, influencer marketing has also become an important source of customer acquisition in recent years. But not only that.
Consulting:
Online consulting also continues to be highly appreciated in our experience. Live chat, professionals in the sector who are close to the customer during the purchase increase the value of the brand and user loyalty.
Even physical stores need to be frequented by online customers and drive to store, for example, is an excellent solution to ensure not only that the user gets to know our brand online, but also that they are led into our offline world.
If you have a beauty e-commerce and want to improve your digital strategy, contact us, the Extera digital marketing team will be happy to discuss with you the objectives and best techniques to increase brand awareness and online sales. Oh, we forgot to tell you that we are officially Shopfy Experts!
